The relative influence of perceived processing level alongside nutrition, health, sustainability and price on consumer decision-making for meal-replacement products: A conjoint analysis

Consumer appeal for healthier and sustainable food options, that still provide convenience, is growing. Many of these products fall under the category of "ultra-processed foods" (UPF), which has faced widespread criticism. Moreover, emerging evidence shows heterogeneity within this so-called “UPF” category, making it potentially challenging for consumers to navigate. Yet there is limited understanding of consumer perceptions of UPF. Therefore, this pre-registered online study investigated how the term UPF, influenced decision making around food products that are commercially positioned as healthier or more nutritious options than current convenience products. A total of 302 participants (56.1% male; M age = 38.8±12.5 years) completed a conjoint choice-based task involving four unbranded commercially available product formats: Bar, Savoury Meal, Meal Replacement Powder, and Ready-to-Drink. They were shown five attribute categories: processing level, nutritional claims, health messaging, sustainability, and price. The results indicated that the level of processing was the most critical attribute for product selection overall, followed by price, with price being the most influential in only the bar format. Nutritional claims and health messaging were consistently less influential, with sustainability ranked lowest. These findings emphasise the central role of processing in shaping consumer preferences. The results can be used to inform industry, academia, government initiatives and consumers. Future studies may also consider manipulating the nutritional composition of test products, as classification as ‘ultra-processed’ here was based on formulation and existing categorisation systems rather than nutritional quality. • The category known as ‘ultra processed’ is diverse, making consumer decision-making complex. • Some foods categorised as ultra-processed may still offer nutritional benefits. • Consumers struggle to navigate food choices due to conflicting product messaging. • Conjoint analysis revealed processing level and price as influential attributes. • Health and nutrition claims influence consumer perceptions but are not the primary drivers of choice.